Using Viewing Signals In Targeted Video Advertising

• US 20110289531A1
• Filed: 05/19/2011
• Published: 11/24/2011
• Est. Priority Date: 09/12/2006
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Chane, Peter C., Gupta, Manish, Lee, Nicholas, Moonka, Rajas
• Granted Patent: US 8,719,865 B2
• Time in Patent Office: Days
• US Class Current: 725/38
• CPC Class Codes: G06F 16/7844 using original textual content or text extracted from visual content or transcript of audio data
• CPC Class Codes: G11B 27/11 by using information not detectable on the record carrier
• CPC Class Codes: G11B 27/28 by using information signals recorded by the same method as the main recording G11B27/22 takes precedence

Abstract

At a client, a video is received. The video includes one or more advertisement slots. The video is played back to a user. During the playback of the video, an impending advertisement slot is detected. One or more advertisements are requested for placement in the advertisement slot. The one or more advertisements are received and placed in the advertisement slot.

Claims

1-31. -31. (canceled)

32. A computer-implemented method, comprising:

receiving, from a plurality of advertisers and by a data processing apparatus, a plurality of bids corresponding to video advertisements that are available for insertion into a video, each of the plurality of bids corresponding to a respective video advertisement, and the bids being values with which advertisements are selected for insertion into the video;

for each video advertisement;

receiving user interaction statistics of the video advertisement, wherein the user interaction statistics quantify previous user interactions with the video advertisement and wherein the user interaction statistics include a skip rate for the video advertisement; and

modifying, by a data processing apparatus, the received bid corresponding to the video advertisement based on the received user interaction statistics, the bid corresponding to the video advertisement being increased when the user interaction statistics quantify previous user interactions that exceed a first interaction threshold, and the bid corresponding to the video advertisement being decreased when the user interaction statistics quantify previous user interactions that do not exceed a second interaction threshold less than the first interaction threshold;

selecting, by a data processing apparatus, one or more video advertisements for insertion into the video, each of the one or more video advertisements being selected based on the modified bid corresponding to the video advertisement; and

for each of the selected one or more video advertisements, computing a price to charge the advertiser for insertion of the selected video advertisement into the video, the price being computed based on the modified bid corresponding to the selected video advertisement and viewing durations for the selected video advertisement when inserted into the video.

33. The method of claim 32, wherein for each video advertisement, the corresponding user interaction statistics comprise viewing duration data associated with the video advertisement.

34. The method of claim 32, wherein for each video advertisement, the corresponding user interaction statistics comprise data specifying viewing durations for previous user interactions with the video advertisement.

35. The method of claim 32, wherein for each video advertisement, the price that the advertiser is charged is computed based at least on a cost per play and a cost per impression of the video advertisement.

36. The method of claim 32, wherein for each video advertisement, the price that the advertiser is charged is computed based on a cost per play and a cost per click-through of the video advertisement.

37. The method of claim 32, wherein each bid is for insertion of the corresponding video advertisement into the video at an advertiser specified time slot in the video.

38. The method of claim 32, wherein the video is associated with a plurality of advertisement slots indicating locations in the video where video advertisements can be inserted, the method further comprising:

determining an order for insertion of the selected video advertisements into the advertisement slots of the video based on the respective bids of the video advertisements, wherein video advertisements associated with a first group of bids are placed in a first set of advertisement slots in the video and advertisements associated with bids lower than the first group of bids are placed in advertisement slots in the video that are later in time than the first set of advertisement slots.

39. A computer-readable medium having stored thereon instructions, which, when executed by a processor, causes the processor to perform operations including:

receiving a plurality of bids to provide video advertisements for insertion into a video, each of the plurality of bids corresponding to a respective video advertisement that is available for insertion into a video, wherein the bids are values with which advertisements are selected for insertion into the video;

for each video advertisement;

receiving user interaction statistics of video advertisement, wherein the user interaction statistics quantify past user interaction with the video advertisement and wherein the user interaction statistics include a skip rate for the video advertisement; and

modifying the received bid corresponding to the video advertisement based on the received user interaction statistics, the bid corresponding to the video advertisement being increased when the user interaction statistics quantify previous user interactions that exceed a first interaction threshold, and the bid corresponding to the advertisement being decreased when the user interaction statistics quantify previous user interactions that do not exceed a second interaction threshold that is less than the first interaction threshold; and

selecting one or more video advertisements for insertion into the video, each of the one or more video advertisements being selected based on the modified bids corresponding to the one or more video advertisements.

40. The computer-readable medium of claim 39, wherein for each video advertisement, the corresponding user interaction statistics comprise viewing duration data associated with the video advertisement.

41. The computer-readable medium of claim 39, wherein for each video advertisement, the corresponding user interaction statistics comprise data specifying viewing durations for previous user interactions with the video advertisement.

42. The computer-readable medium of claim 39, wherein each bid is for insertion of the corresponding video advertisement into the video at an advertiser specified time slot in the video.

43. A system, comprising:

means for receiving a plurality of bids corresponding to video advertisements that are available for insertion into a video, each of the plurality of bids corresponding to a respective video advertisement, bids being values with which advertisements are selected for insertion into the video;

means for receiving user interaction statistics of each video advertisement, wherein the user interaction statistics quantify past user interaction with the video advertisement and wherein the user interaction statistics include a skip rate for the video advertisement;

means for modifying a bid comprising;

means for increasing the bid corresponding to each video advertisement for which corresponding user interaction statistics quantify previous user interactions that exceed a first interaction threshold, and

means for decreasing the bid corresponding to each video advertisement for which corresponding user interaction statistics quantify previous user interactions that do not exceed a second interaction threshold that is less than the first interaction threshold;

means for selecting one or more video advertisements for insertion into the video, each of the one or more video advertisements being selected based on the increased and decreased bids corresponding to the one or more video advertisements; and

means for computing prices for insertion of the one or more selected video advertisements, the prices being computed based on the increased and decreased bids and viewing durations for the one or more selected video advertisements.

44. The system of claim 43, wherein for each video advertisement, the corresponding user interaction statistics comprise viewing duration data associated with the video advertisement.

45. The system of claim 43, wherein for each video advertisement, the corresponding user interaction statistics comprise data specifying viewing durations for previous user interactions with the video advertisement.

46. The system of claim 43, wherein the price for each of the one or more selected video advertisements is computed based at least on a cost per play and a cost per impression of the video advertisement.

47. The system of claim 43, wherein the price for each of the one or more selected video advertisements is computed based on a cost per play and a cost per click-through of the video advertisement.

48. The system of claim 43, wherein each bid is for insertion of the corresponding video advertisement into the video at an advertiser specified time slot in the video.